1. Evaluation
Is your advertising campaign fit for purpose and why?
I think that my advertising campaign is fit for purpose, as it significantly presents the issue of
youth homelessness in general, where text has been included that has been presented upon
both of my media pieces which are in poster form and links to the theme primarily. The target
audience for SASH (16-24) are a group of young individuals who may not desire to look at a
high amount of text, therefore, my advertising campaign has been created for them in mind
where my posters are mainly image-based, which will attract their attention immediately. The
initial purpose of my campaign is to inform the consumer that if they are in fact homeless,
they can seek help from SASH. Also, my posters have been established in order to
persuade the secondary target audience (25+) to donate, with the use of persuasive
language to draw in the consumer, such as “Homelessness is Everywhere”, with significant
emphasis upon the last word to highlight the seriousness of the situation of youth
homelessness.
Does it communicate your message clearly and why?
The messages incorporated within my posters are communicated clearlyto the audience, as
they are rather abrupt, including “86% of young people have been forced to leave home”
which is effective due to the fact that it has a statistic linked into it, which validates the stated
message and makes it more believable to the consumer. The use of statistics is very
common throughout many existing homeless charity campaigns, such as Centrepoint, who
use the emotive message “Just 40p a day could give John a warm, safe room” on their
website. This is an effective marketing technique as the audience are presented with an
undeniable fact which may convince them to donate to the charity. I tried to imitate this
creative tool into my own work with each piece of text featured upon both of my posters and I
am happy with how effective these messages have turned out to be, as they relate to the
theme and are relevant to the topic of homelessness.
Is it appropriate for your target audience and why?
Both posters are suited to the primary target audience of SASH, the independent homeless
charity in which I am basing my two advertising pieces on. The audience are aged 16-24, so
I had to produce material that would be deemed suitable for young adults. Therefore, I
Catherine Giggal

2. incorporated a high image:text ratio in my work, as the audience are likely to respond to this
more and will refrain from ignoring the content that has been presented to them, as a high
abundance of text may bore the audience and they will feel less obliged to view the posters
in full and the point of the campaign will inevitably be diminished. The image used for my first
poster is of a young person in peril, which is appropriate due to the fact that my campaigns
are primarily targeted at the ages of 16-24 and the consumer who views this poster may also
be in a similar situation to the subject and can therefore relate to the specific advertisement.
Compare and contrast your original intentions with the outcomes you arrived at.
Furthermore, I drafted several times before I completed both of my posters, so that I would
be able to gather enough pieces of work that could be presented as evidence as part of the
evolution of my media products. I have compared and also highlighted the differences
between my two SASH poster campaigns. These are my final two posters including the
primary stage of each of them:
Poster 1)This was my original idea. I wanted to
use the child as the main body of the poster, with
text centred on the subject of the image. I later
edited the image by making it darker so that it
would add to the serious topic of youth
homelessness. I think that low-key lighting is
effective in setting the sombre tone of the image,
which is the primary reason why I utilised it. I
sourced this image from the Internet as I found it
highly relevant due to the fact that it includes a
young person and SASH targets this group
specifically. I was going to use a standard
Helvetica font for this poster, as I thought that it
would appeal to the audience, as it is a readable
font that will catch their eye and attract their
attention.
Catherine Giggal

3. Poster 1)This is the final outcome of my first
poster. In the end, I decided to insert a brick
wall background and cut the young person out,
which I thought was a better idea than my
original one due to the fact it adds more depth
to the poster and the subject of the advertising
piece almost looks three-dimensional as
shadowing has been added around the cut-out
image which makes it stand out specifically, as
opposed to just utilising the image of the
young person. I kept the idea of having a
standard Helvetica font, as I thought that it
would appeal to the audience and the stated
font was entitled ‘Impact’, which is ironic, as
the ideology behind the poster connotes that it
should make a profound impact upon the
primary consumer. Links to social networking
have been included as we reside in the digital
era and this is a form of communication that
the target audience will respond to, as this
generation utilises this type of electronic
interaction on a regular basis.
It is clear that the first draft of my poster was
not entirely practical, as it did not include a
bottom banner, whilst my final one does. I
believe that it is effective because it initially
‘frames’ the poster and therefore makes it look
professional.
Poster 2)The image on the right displays my
main piece of text that is included within my
second poster. Instead of creating a draft, I
experimented with my poster with these fonts,
as I thought that they were clear and readable
and would therefore appeal to the target
audience. I decided to utilise the colour red for
„Everywhere‟, as I wanted it to be emphasised
so that the audience would be drawn to it as it
is of primary importance.
Catherine Giggal

4. Poster 2)After experimenting with several different fonts, I decided to
utilise the second font ‘Cardenio Modern’ which I sourced from Dafont. I
decided to use this font because it was rather abstract in comparison to
the font used on my first poster, so I thought that I would have this blatant
type of contrast embedded within the second advertisement campaign to
display a sense of diversity between my two advertising campaigns. I think
that both types of font are just as effective in conveying the message
presented by the poster equally. However, the text on this particular
campaign is more appealing than the standard font utilised in my first
poster. I have used the same bottom banner and links to social networking
in conjunction with the SASH logo on this poster as in the first product. I
chose this form of continuity as I thought that it worked well in the first
poster and helped to shape the poster as a whole. I also kept the use of
black and white photography, as I think that it suited the first poster as it
added a unique sense of professionalism to the media product, so I
wanted to continue this theme onto my second campaign.
How effective are the techniques you have used and why?
The techniques that I have used have been rather effective in attracting the attention of the
primary target audience, due to the fact that I utilised Photoshop as a way of successfully
creating my posters to a professional standard. I experimented with changing the tone of the
background image for both posters, as well as rasterising several pieces of font to add a
colourful edge to the text, which will make it stand out blatantly. Another technique that I
have used is persuasive text, primarily on my first poster, where I inserted the text “86% of
young people have been forced to leave home”. Utilising a statistic is an example of a
marketing technique that is used by many existing charities in order to gain the attention of
Catherine Giggal

5. the specified audience. The “86%” section will draw in the eye of the viewer and convince
them to read further into the poster. I decided to use short, abrupt pieces of text for both of
my posters as when I conducted my primary research into existing homeless charity posters
I discovered that Shelter incorporated minimalistic amounts of text into their advertising
campaigns which proved to be effective, which is the reason why I decided to use small bits
of text and have a main emphasis on image. The layout of both my posters are similar in the
sense that they include a banner on the bottom of the piece of advertising material with links
to social media, contact information as well as the SASH logo. However, my first is portrait,
whilst my second is of a landscape orientation. I wanted to try both types of layout styles in
order to see which one would be more suitable to be utilised in a piece of advertising
material such as a billboard. I found that my first product was more suited for a bus stop,
whilst my second poster fitted the frame of a billboard more sufficiently than my portrait
piece. I think that both of my advertising campaigns are effective in the way that they appeal
to the audience aged 16-24.
Is the content effective and why?
I think that the content that I have produced if effective to some point, as it targets the
primary audience aged 16-24 specifically because of the way in which I have laid out the
content on each of the individual posters. I included a high image:text ratio because I
thought that it would be appropriate as a younger audience may not want to view a poster
that was heavily bound with text as it would bore them and the purpose of my poster would
instantly become irrelevant. The images which is have used on both of my posters are
relatively effective as they include low-key lighting, which adds a sombre tone to the
campaign as well as a sense of professionalism. I used this primarily because other charity
advertisement pieces have done this in the past and I wanted my posters to be as effective,
in order to promote the awareness of SASH. I attempted to make the text as successful as
possible, including terms that would make a profound effect on the reader, with my second
poster using the text “homelessness is everywhere, but you can‟t always see it”. The
message ties in with the image and I wanted it to either encourage people to donate, raise
awareness of youth homelessness or encourage people who are in fact homeless to contact
SASH.
Catherine Giggal

6. What impact do you think your advertising campaign will have on the public and why?
My advertising campaign is likely to have some sort of impact on the public, as I have
included imagery and text combined that both link to each other, as well as the use of
statistics such as “86%” which initially shows that the campaign has an element of truth to it,
which will sit well with the intended audience, as they will believe that they are not being
misled and that the advertisement is legitimate. I think that the image of the sad teenager on
my first campaign will have an impact upon the target audience as the figure may represent
individuals who are homeless themselves, so they will be able to relate to it immediately.
Also, the fact that this specific image is in black and white is relevant as it highlights the
serious situation of youth homelessness as this image tone connotes solemnness. My initial
idea was to promote SASH through means of powerful text; however, I now believe that my
imagery is just as important in promoting the organisation that is SASH.
What are the technical and aesthetic qualities of your work?
I think the font in which have I utilised on my second advertising poster is aesthetically
pleasing, as it is not a generic font, much like the text used upon my first poster. I sourced it
from Dafont because I wanted to install a font that was different from a standard, sans serif
typeface to add a modern and unique twist in order to make my advertising campaign stand
outand therefore appeal to the primary target audience of SASH (16-24). I incorporated this
distinct form of diversity into my second campaign, as I wanted to experiment with different
font types to see which one would be more effective in targeting the consumer. Although, I
believe that both fonts are suited to the audience, but I think that the text on my second
campaign is more appealing visually, than the harsh typeface utilised on my first campaign
poster. The images used on both of my media products are of a relatively high aesthetic and
technical standard due to the fact that I have edited them which has added to their visual
appeal, where I have sharpened each image, as well as altering the levels of each of the
pictures so that they appear more eye catching, which will attract the attention of the
intended audience. Also, another blatant technical quality would be that I used Photoshop to
edit both of the posters in order to make them look professional so that I could meet the
requirements that were outlined by the brief of the project. I wanted my work to look as
though it could be used as an actual advertisement, which is why I conducted a good
amount of primary research before I created my two campaign posters.
Catherine Giggal

7. My advertisements(Poster 1)
I decided to display my poster upon existing pieces of advertising material, as I wanted to view
them as though they were going to be utilised as an actual advertising campaign. I wanted to use a
bus stop, as this is generally one of the most common places where you would find this type of
product. Alternatively, for my second choice, I selected a billboard. I initially thought that this would
not work due to the fact that most billboards are landscape, not of a portrait orientation. However, I
thought that this form of advertisement worked, as it stands out and I believe that it would be
effective in catching the attention of the primary target audience (16-24) because of the large,
centralised image in conjunction with the bold text that the consumer will be instantly drawn to. On
the other hand, I do not believe that my bus stop placement appears as effective due to the reason
that it is significantly much smaller than my billboard advert and somehow does not look as
professional. If the campaign that I was pioneering was in fact real, I would choose the billboard
design to present my first advertisement poster on, as it is blatantly eye-catching and when people
would drive by it, they would notice it immediately and therefore the awareness of the charitable
organisation SASH would increase. I think that the red text on both of the posters is a successful
way of obtaining the attention of the intended audience, as it connotes danger and is a significantly
bright, vibrant colour that is an obvious piece of text that is used to draw in the viewer and convince
them to read the whole of the advertisement.
Catherine Giggal

8. My advertisements(Poster 2)
For my second poster
design, I utilised a
landscape advertisement
placement, as it fitted the
dimensions and orientation
of my poster already,
therefore, I deemed it
appropriate for use on this
particular campaign. I first
decided to put my product
onto a street wall, which
initially added an ‘urban’
edge to this poster, even
though it is based in the
countryside. Although, I
wanted to place this there,
as if this campaign was
actually going to be carried
out, I would want individuals
who reside in urban areas to
be aware that there
homelessness is not only
apparent in a city
environment, but also in
rural areas also.
Contrastingly, my second
advertising placement is on
a billboard in a suburban or
possibly borderline rural
area, so that awareness of
homelessness is being
issued in the area in which it
is taking place, which shows
a sense of relevance
relating back to the
message that is presented
by the poster. I think that
both of my products are
placed in areas in which
people will view them, either
by walking, cycling or
driving, which promotes
SASH as well as the written
material that is posed by the
product itself.
Catherine Giggal